Reciprocity is the persuasion principle at play in most of our content marketing efforts and when we give out free trials. We're banking on the idea that, if we do something generous for someone - such as giving them a free whitepaper, letting them try our software without entering their CC or writing super-helpful posts (ahem) - they will give back to us in kind. But if reciprocity is so powerful, why don't more trial users convert? Why don't more leads open our emails? And why don't more readers comment on our posts?
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